Spending in the US will reach $3.9 billion next year, up from $2.74 billion in 2011. In 2013, US advertisers are expected to spend $4.81 billion on social network advertising, up 23.4% over 2012.
“As more companies build out their marketing presence in social networks, they are also increasing their focus on spending ad dollars there,” said Debra Aho Williamson, eMarketer principal analyst and author of the new report, “Worldwide Social Network Ad Revenues: A $10 Billion Market by 2013.” “Social networks have cemented their place in advertising, not just marketing.”
Facebook will get the vast majority of social network ad revenues. In 2012, Facebook will tally $5.78 billion in ad revenues, garnering 72% of all social network advertising revenues and 6.1% of worldwide online ad spending. In the US, it will account for 7.9% of all online ad spending that year. This year, it is expected to pass Yahoo! to become the No. 1 site in US display ad revenues.
“With $7 of every $10 in social network advertising flowing to the company, Facebook is taking not only a greater share than ever of social network ad spending, but also an increasing proportion of total online ad spending,” said Williamson. “Although its ad offerings and metrics aren’t perfect, marketers still feel they need to be there to reach their target audience.”